중국 소셜미디어 빅데이터 분석을 통한 NFT 가상패션의 담론과 디자인 표현 특성 연구

Abstract

This study aims to analyze the discourse and design characteristics of ‘NFT virtual fashion’ through social media big data analysis. Data was collected using the keyword ‘NFT virtual fashion’ from Textom China, and the discourse of NFT virtual fashion was analyzed using CONCOR analysis. Cluster analysis was employed to examine the design characteristics of NFT virtual fashion. Four discourse groups emerged from the CONCOR analysis: Group 1 discussed the trends in NFT virtual fashion brands and its development, Group 2 explored the experiences and creation of NFT virtual fashion, Group 3 examined the market and investment trends of NFT virtual fashion in the fashion industry, while Group 4 focused on the subscribers desires and the presence of the sportswear brand Nike in NFT virtual fashion. Furthermore, eight design clusters were identified through cluster analysis, namely: Cluster 1 - ‘Boldness’, Cluster 2 - ‘Collaboration and High Quality’, Cluster 3 - ‘Artistry and Virtuality’, Cluster 4 - ‘Exaggeration and Technological Elements’, Cluster 5 - ‘Environmental Friendliness and Non-standardization’, Cluster6 - ‘Aesthetics and Interactivity’, Cluster 7 - ‘Non-contact’, and Cluster 8 - ‘Boundarylessness’. Finally, insights were drawn from the analysis of the discourse and design characteristics of NFT virtual fashion.